For me personally, once I find a great book that hooks me, it immediately rekindles a love of reading for pleasure. Wondering if generational divide plays into this, because I also grew up watching Reading Rainbow and going to book fairs. Reading for fun was highly incentivized.

I agree that the hardest part is finding a book that catches and holds someone's attention. I think booktok starts to meet this need, having personal recommendations is huge and a lot of what I choose to read now comes down to recommendations (goodreads, StoryGraph, etc.).